For lawyers and law firms, the phone is still the most important way to get in touch. A phone call is worth significantly more than a click on a website. High-quality leads in particular are therefore more likely to pick up the phone.
So what can you do to direct more phone calls to your law firm via paid search?
Use call extensions
Call extensions add a phone number to your ads, which can increase your click-through rate. When a call extension is visible, users can tap or click a button to call your law firm directly. This enables you to get and track more conversions.
Google Ads will set up automatic call extensions if your website has a phone number and calls from users are one of your business goals.
Take advantage of call ads
Call ads are designed to encourage users to call your office. They are only delivered on devices that can be used to make calls. When a prospect clicks or taps the ad, they can call you right away.
This eliminates the often unnecessary step of visiting a landing page, and allows you to connect the searcher directly to an attorney through the search results.
If people search for a lawyer on your phone, chances are you’ll want to call one. Because of this, most of the time, call ads work very well.
Use call tracking
Call tracking provides a lot of valuable information about incoming calls and shows the actual results of your marketing campaigns. Call tracking enables dynamic phone numbers to be used on your website. Incoming calls can therefore not be measured, but also assigned to individual users. With an integration with Google Analytics, you can see the exact source of a call. For example the Google Ads campaign and the Google Ads keyword.
With call tracking you combine offline and online advertising into a holistic analytical system with which you can fundamentally improve your marketing.
With call tracking, you can see which marketing measures and which lead generations are really taking hold. This minimizes expensive wastage and increases the success of your law firm’s advertising activities.
Focus on mobile users
In practice, many calls by potential clients can only be made from a smartphone. Either because you have to be in a hurry, because you are on the road or you want to have a confidential conversation.
If your law firm is looking to start Google Ads on a budget, you should focus your advertising on the smartphone. Increase your bids on your mobile phone by 200-300%, systematically outbid the competition and address users preferentially who are much more willing to contact your law firm.
Make sure you are available 24/7. Ads that highlight a law firm’s 24/7 emergency services have been found to work particularly well.
If your office is not available around the clock, it is advisable to have an appropriate advertising schedule.
The use of an advertising schedule is particularly useful if you primarily offer your telephone number as a response option and only want to be contacted during the office hours. With the default settings, your ads will show through Google Ads at any time of the day. For example, by creating a custom ad schedule, you can target ad scheduling to weekdays from 9 h – 17 h only.